Marketing and Communication in Information Services

Recommended Prerequisites

NA

Teaching Methods

Teaching methodology:

- Expository: to present the theoretical framework

- Participatory: intended to exemplify the application of theoretical concepts in real contexts

- Argumentative: progress reports and project work presentation and discussion

 

The teaching-learning process is supported by an e-learning platform.

 

According to the Regulamento de Avaliação de Conhecimentos da FLUC

(http://www.uc.pt/fluc/regulamentos/docspdf/reg_aval_conhecim_2_ciclo_.pdf), it is applied the system of continuous assessment.

 

Evaluation methodology:

- Individual works (20% )

- Project work prepared in group, that includes:

a) periodic presentation and discussion of project reports (30%)

b) presentation and discussion of the final work (50%).

Learning Outcomes

To develop skills in the Marketing and Communication in the context of strategic management and development of public and private non-profit organizations, incorporating a solid theory component based at presentation and discussion of concepts and methodologies, with its application to a marketing plan and a communication plan for an information service.

Work Placement(s)

No

Syllabus

1. Environment and information services market

2. Markets identification and supply positioning

3. Strategy in management services

4. The Communication in services

5. The experience design of a service

Head Lecturer(s)

Maria Beatriz Pinto de Sá Moscoso Marques

Assessment Methods

Assessment
Individual works : 20.0%
Periodic presentation and discussion of project reports : 30.0%
Presentation and discussion of the final work : 50.0%

Bibliography

BEARDEN, William O (1999) - Handbook of marketing scales : multi-item measures for marketing and consumer
behavior research. 2nd ed. Thousand Oaks, California : Sage Publications. ISBN 076191000X

Kotler, Philip [et al.] (2008) - Principles of marketing. 5th European ed. Upper Saddle River, N.J. : Pearson
Prentice Hall, c.2008. XXXV, 1020 p. ISBN 9780273711568 (pbk.)

KUNSCH, Margarida Maria Krohling - Planejamento de relações públicas na comunicação integrada. Nova edição
revista, atualizada e ampliada. São Paulo : Summus, 2003. 417 p. ISBN 8532302637

MARTÍN ANTORANZ, Pablo - Selección e investigación de mercados y consumidores. Valencia : Editorial CISS,
1999. 148 p.(Marketing sin bla, bla, bla... ; 2). ISBN 8482352733.